Vi 



\ 

I I 



[ 1 



\ / / 

\ \ 



CONTENTS 



PAGE 

Mudison — Next Sliiliiiii ..-- 4 

Madison— Xiil a l*rifri-l City » 

Madison — ('icograpliy and Topngi apliy _ . . . 11 

Madison — A Home of Industry IS 

Madison — An Agricullin-al Rpgion 21 

Madison — An IMiualiiinal Ccnlrr . . . . 2:i 

Madison — Home of the State of WiM-oiisiii ...... 2S 

Madison — Tlie I'uture Cily . . . - .'il 

Madison — I'acts — but not Boasts ...---...-••.■> 



Fifty Cents The Copy 



Copyn'tlit 1914 
Madi*on Board of Commerce 




A Milt 1 II WKSTKHN HAII.WAY ULI'OT 



"MADISON — NEXT STATION" 

You, who have never visited Madison, Wisconsin, can scarcely appreciate llie 
true meaning of these words: "Madison — next station." But to tlie 30, ()()() 
permanent residents of this "inland water-front city" these words carry a 
genuine meaning of "home, sweet home." To the occasional visitor there is a 
charm about this "city of the four lakes" which draws people back to Madison on 
every possible occasion. "Whenever I have a few days of spare lime, and no 

pressing call to go elsewhere in i)arlicular, 
my first thought always is of a trip to 
Madison," says Carl S. Vrooman, the well- 
known publicist. Munson Havens, Secretary 
of the Cleveland Chamber i.f Commerce, ex- 
presses his desire to re-visit Madison, in 
these words: "It is a great delight to visit Madison, Wisconsin — the atmosphere 
of the town lingers in one's memory long afterwards." So, to both permanent 
residents and temporary guests, the announcement. "Madison — next station," 
cannot come loo soon, nor too often. 



"Madison's unusual railroail faciti- 
lles and ils increased nwlive power 
should induce the investment of capi- 
tal along manufacturing lines." 

(iKOHOI-: ('. Markiiam. 




I.IHCAI.O. Mll.WAl KKK A ST. PAVL RAILWAY IIKI'OT 



" I "The commerce of Madison has been biiill up wonderfully in the last 

few years." ^ ^.(/"O ^- ^- Eabi-'ng. 



K 



Page Four 



SEP 28 1914 



X 






EAST WASIIINfiTON AVENUE FROM CAI'ITOL DOME 




KING STREET FROM CAPITOL DOBfB 



K- "No other state capita! in this or any other land can vie ivith it in nat- 

I ural beautyr W. D. Hoard. 



JK 



Page Five 




NUHTII IIAMII.TnS STRKKT FHOM (-KPITOL OOME 




F U I H I 



WISCONSIN AVENUE FROM CAPITOL DOME 



X 



"Madison is a strange place — situated on a lovely, narrow, hilly isth- 
mus between two beautiful lakes." William Hard. 



X 



Page Six 




i a'.':, %?!>. 








WI.ST WASHINl.. HIN AVl.N II. l-Hn.M l.Al'ITOI- IMIMK 




STATE STREET PROM CAPITOL DOME 



K 



"The most beautiful little city in the world." Sir Edwin Arnold. 



Ik 



Page Seven 




SOUTH HAMILTON STRKKT PROM CAPITOL DOME 




ilUNONA AVbNL'b FHUM CAPiTUL DUMb 



K 



"W'e who love it are always watching to see how well it measures up 
to its gifts." Zona Gale. 



X 



t'tiffc Eight 





NOT A PERFECT CITY 

However, the people of Madison do not re- 
gard their city as a "perfect city." They do 
not look upon it as the only place "where life 
is worth living." Neither do they regard it as 
the only "city of opportunity." 

Madison is not a perfect city. No perfect 
city has yet heen built. Not until individuals 
conic closer to approaching |)erfection, not 
until men become imbued with more of the spirit of cooperation and less of the 
spirit of individualism, not until municipal government approaches that degree 
of eiliciency long since demanded by private business, not until Nature smiles 
upon one locality continually, not until climate and atmosphere become a con- 
stant instead of a variable, can Madison, Wisconsin, or any other city, make a 
legitimate claim to perfection. If Madison 
were the only "jjromised land," if it were 
the only city "worth while," if it were 
the only city where people could "really 
live" — if, in other words, it were merely a self-satislied community, instead of 
setting forth in the following pages impressions which Madison has made upon 
some of its many ilistinguished visitors who have sojourned here during recent 
years, this booklet would be devoted — as most literature issued by cities is — to 
setting forth our claims to consideration from the "we" point of view. 



''The hospitdlitij of Madison is pro- 
verbial," ("lark Howi:ll. 




td 



iC 



EIEEEEE'E 

ililUJIi 

t £ e e a p ft 

xo.inri~ 

EEC 












J^ 






'f^ 



kkki 



.Ni.W I'AUK mm. I. ANU AN.NKX 



k 



"/ knoiv of no more pleasant place to live or visit." 

Hubert F. Miller. 



X 



Page Xine 




Madison gives promise of becom- 
ing a more perfect city. At least 
llujili Chalmers says so, in llu' 
following words: "Madiscm com- 
bines to a remarkable degree the 
things necessary to attract people 
to a city, namely, a good place to 
do business and a fine place in 
which to live. The home-life 
atmosphere around Madison is 
pretty nearly ideal. Madison will 
progress just as fast as people 
learn of its great desirability as a 
lilace to call 'home.'" In this, 
Chalmers has not only struck the 
key-note of twentieth century cily 
promotion, but has tersely stated 
the program of the Madison Board 
of Commerce — an organization of 
the common business knowledge of 
the common business problems of 
the common business people of 
Madison. Its citizens are animated 



UUAHU ut' CUMMEHCE UtlLUl.NG 

by a desire to make greater use of citizen- 
ship. Through this greater use of citizen- 
ship, they hope to make the Madison of the 
future a better place to call "home." This 
sentiment is shared by another citizen of De- 
troit, "where life is worth living." Other things 
being equal," says Mr. H. M. Nimmo. Kditor 
of "The Detroit 
Saturday Night," 
"lieople will be 
glad to work where 
they are glad to 

live, and Madison can build a city of liiiincs IIimI 
has met in advance many of the municipal 
problems that now i)erplex her larger rivals." 
Animated by a desire to make Madison a 
more perfect city. 10G4 public spirited citizens 
working together, through an elticient civic and 
commercial organization, have resolved, in the 
language of Halthasar II. Meyer, a member of 



"Karelu has any cilii 
the opporlunily for serv- 
ice that Mailison has." 
H. M. NlMMO. 




IBilill 
Hfiii 




KKELBV. NKCRBBMAN * KESSEMCH Blll.lil^t. 



K 



"\o city I have ever seen compares with Madison." 

Unitkd States Ses.xtor Moses E. 



Cl-APP. 



K 



Page Ten 




I'MTLU SiATtS tuHI-Si I'KODL'CTS IJ^BORATORV 



the Interstate Commerce Commission, "to make the city as famous for its busi- 
ness, as the University lias made it and the State famous for its interpretation of 
the functions of education and government." 



and tlie outlet to the great Northwest are readily 
two passenger trains daily connect this city with 



GEOGRAPHY AND TOPOGRAPHY 

Madison is the most important connecting point between Chicago and the 
"twin cities"— Minneapolis and Saint Paul — 139 miles northwest of Chicago and 
82 miles west of Milwaukee, the metropolis of Wisconsin. Eastern and southern 
connections through Chicago 
accessible. One hundred an< 
the important ave- 
nues of national 
transportation. The 
extent to which 
people from every 
section of the coun- 
try avail them- 
selves of these su- 
perior railroad fa- 
cilities cannot fail 
to be impressed 
upon the minds of 
readers, through 
the variety of 
guests to this city 
who come annually 
from all corners of 

the earth. administration bcildino. gisholt machine company 




X 



"The splendid work of the Forest Products Laboratory will some day 
tie futly appreciated." J. E. Rhodes. 



JX 



Page Eleven 



Madison is located on a high, roUing isthnnis, between Lakes Monona and Men- 
dota. This isthmus extends southwest and northeast, about three-quarters of a 
mile in width. This isthmus is thirtv-nine miles from the southern boundary of 




THK WASHINCTON III'II.DING 

Wisconsin. It is ninety miles from the Mississippi River, two hundred and sixty 
miles from Lake Superior, and eighty-two miles from Lake Michigan. The map 
on page 63 shows Madison as a market center and indicates that it is in the heart 

of Wisconsin, which gives it special 
f commercial advantages. .-Vs a traveler 

of wide observation has tersely put it : 
"The salient feature of this region is 
the chain of four lakes extending from 
northwest to southeast, connected by 
the Yahara River. They were formed 
hy a glacier which extended southwest 
from ("ireen Bay to Madison. This slow- 
acting but Titanic agent threw up the 
hills which now make the summer 
landscape varied and charming."' This 
same traveler goes on to say: "Few 
American cities can match this i)ic- 
lurcsciue natural situation. Boston, 
Massachusetts, and Portland, Maine, 
have tine harbors broken by headlands 
and islands; Washington, District of 
THE cABi.i.NAi. ii.iTi.i, Columbla, is bordered hy the lordly 




X 



"On my last visit, in 1913, I found one of the most thriving cities of its 
size in the country." Ridolph Blankknberg. 



Page Twelve 



K 



Potomac; I'hiladclpliiii has 
both the Delaware and the 
Schiixlkill rivers; Detroit lias 
a hiaulifiil river front; and 
Milwaukee, Chicago, Clcve- 
laiul and Hiilfalo have lake 
fronts. But no city in this 
country has just the conihina- 
tion of land and water that 
Madison has. If Madison lacks 
the cliffs and surges of the 
ocean, it has a most complete 
setting of sparkling water. 



» 



J. 



T »+44l 





(.HPHEVM THLATHIi 

.Neitlier Washington nor Philadelphia has tiie 
undulating, hilly background. There is no 
lake cily tlnis unicpiely placed between two 
bodies of water — in tlie very heart of lake- 
land." Other cities, it is true, have wonderful 
natural attractions, but there are few, if any, 
inland cities that have a water front as ex- 
tensive as Madison has. 

"The city of Madison has impressed me with 
its beauty and possibilities on the occasion of 
each visit," says .1. H. Kirkland, Chancellor of 
Vanderbill L'niversitx. "Tiie rare conibina- 



FCI.LER OPERA HOCSE 

tion of town and country, wide, ex- 
tensive lields, and magnificent build- 
ings, lakes and hills, give it a unique 
position among all the inland towns 
of our country." Many visitors agree 
with Congressman E. A. Hayes of Cali- 
fornia, wiio regards Madison, Wis- 
consin, as the most beautiful little 
cil> he has ever seen. "Its beauti- 
ful shade trees and location between 
the lakes make it," he says, "i<leal 
in everv wav." .Sir Horace Phniketl 




THE TRl'MI'i 



K 



"Of the many cities of the United States I have visited, none have more 
inherent attractiveness than Madison." George K. Tuuneu. 



Ix' 



Page Thirteen 




gave an interview to 
the New York Press in 
1912 in which, among 
other complimentary 
things, he said: "I like 
Madison, Wisconsin, 
better than any other 
city I have visited in 
the United States." 

By reason of its fa- 
vored situation, "the 
four lakes city" pos- 
sesses a charm which 
is peculiarly its own. 
Nestled among its clus- 
tered lakes, it looks out 
to the nortli over the 
broad expanse of Lake 
Mendota (Great Lake), 
about t w e n t y - 1 h r e e 
miles in circumfer- 
ence, while to the south 
is the placid surface of 
Lake Monona (Spirit 
Lake), with a circumference of approximately eleven miles; and linked by the 
silver thread of the Yahara River, are the sister lakes Waubcsa (Swan Lake) and 
Kegonsa (Fish Lake). Lakes Monona and Mendota are approximately 845 feet 
above ocean level and 210 feet higher than Lake Michigan. Mendota is five feet 
higher than Monona. Bluffs and embankments rise from 40 to 120 feet above 
the water, the sides and tops 
being covered with trees and 
shrubs. 

In liis tribute to "The Four 
Lakes of Madison," the poet 
Longfellow said, in part: 

"Four limpiil lakes, four S'aiades 

Or syh'an Heilies are these. 
In flntring nthes nf azure tiressett; 
Four lorely hanttmaitis thai up- 
hold 
Their shiiiind mirrors rimniett with 
golil. 
To the fair rily of the west." 

Ex-Governor W. 1). Hoard 
writes: "While chief execu- 
tive of the state it was niv 



0*NB COUNTY COURT HOUSH 




THK CITY IIAI.I. 



x[ 



"Sever have I known so many happy people so set about with the things 
that make life livable, as I found in Madison." — Charles T. Jackson. 



]x 



Page Fourteen 



good fortune to entertain the 
famous French in a n, Max 
O'Rell. I took him to the top 
of University Hill, where he 
could look out upon Lake Men- 
(lota. He was silent for sev- 
eral minutes, then turning to 
me said: "All Europe docs 
not possess a spot of greater 
scenic beauty than is here pre- 
sented." 

"Most advantageous, too,'" 
says H. M. Nimmo of Detroit, 
"from the point of view of 
local material prosperity, is 
tile city's location in one of 
the most impressive of western 
tliis inland lake city, according 





I I t 



III I I f 



i- - 



^ 




(.AY BUILDING 



FEDERAL COURT HOUSE AND POST OFFICE Hl'ILDING 

landscapes." If Nature has thus lavishly endowed 
to Mr. A. J. Earling, president of tlie Chicago, Mil- 
waukee and St. Paul Railway Company — a fre- 
quent visitor to Madison — "Man has contributed 
his share." "It is diflicult to leave this tribute to 
your city," says the railroad president, "with- 
out expressing also great admiration for your 
important and substantial business men who 
have built up the commerce of Madison won- 
derfully in the last few years. Through their 
deserved prosperity it has been possible to 
make Madison the rarely beautiful city which 
it is. The work of your Park and Pleasure 
Drive Association," he continues, "has inter- 
ested all students 
of civic betterment. 
While it has the 
superb advantage-s 
of your natural lo- 
cation, its work in 
taking advantage of them and making them 
useful and enjoyable to your citizens and your 
visitors has been most admirable." 

II is a fact that in order to better enjoy the 
scenic beauties around these lakes the citizens 
of Madison have spent nearly one-third of a 
million dollars on the improvement of the 
(hives and parks. "What particularly appeals 
to me as regards the city of Madison," says 



"^fadison's location, in 
thf heart of a great stale, 
upon beautiful lakes, gives 
it special commercial ajid 
natural attractiveness." 
John Barrett. 



:a 



"Madison — this country's most delightful union of the life of nature 
and the life of knowledge." William Hard. 



X 



Page Fifteen 




TUU ELKS CLl'B HUl&E 

David Faircliild, aHricullural I'xploriT of tin- I'liili'd Stali-s Dcparlnu-nt of .\nr\- 
culture, "is tin- Iri'atiiu-nt which you liavc given to the surrounding roadways. I 
believe that \i>ur or.uanizatinn which hiaiitilied the country roads around Madi- 
son has done a great piece of |)i<:neering work, and the publications of your 
committee on this feature of Madison's development have been a stinnilus to me 




THi; CMVKRSITV (:i.l"II 



K 



"More altrtictii'c than her location is the friendly spirit and the ener- 
getic prot/ressiveness of her institntions." Joseph E. Davies. 



X 



Page Sixteen 





beyond any other publication 
issued in this country. The 
difliculty with most of our 
cities is that their suburbs are 
a ragged waste of suburban 
development. It is these 
ragged edges of our American 
cities which convince Euro- 
peans of their ugliness." The 
eleven parks, and twenty- 
five miles of lake shore drives 
connecting these parks, of 
which Mr. Fairchild speaks, 

« ooo PHlLA[ti:i,l'HlANS AT MAPLE BLUFF CiOLF CLL'U 

cover an area of 282 acres. 

This acreage is not inclusive of the 990 acres of recreational facilities included 

in the University grounds. 

But with this accomplishment Madison is not satisfied. In this day of motor 
cars, city parks and drives must be connected by well-constructed rural high- 
ways. Madison will not be satisfied until its rural highways compare favorably 
with its park drives. 




THE MAIUSON C.LVB 



a 



"Madison is one of the most beautiful and attractive of our American 
inland cities." Dr. Joseph Swain. 



X 



Page Seventeen 




MADISON UAS 1 EI.ECTBIC COMPANY S POWbH PLANT 

A HOME OF INDUSTRY 

"To build up the liumanity of a comiiuinily is the surest way to buiUi up llie 
business of a community." Madison lias prolileil by baving made, long ago, this 
policy the foundation of its business program. Hence, the manufacturing and 
distributing interests of Madison are of great importance to this city today. Madi- 
son people are able to "produce and earn." They are also able to "buy and pay." 
The industrial activities of Madison are its greatest asset from a material stand- 
point. They contribute more to the wealth of the community than do the joint 
contributions of the University, with its 6,000 resident students, and the State gov- 
ernment, with its large number of departments. One hundred twenty Madison in- 
dustrial concerns, ranging from institutions which supply merely the local market. 




CISHOLT MACHINE COMPANY 



X 



'Nature has done everything possiltle for Madison." — Clark Howell. 



X 



Page Eighteen 




FII.LIIK 4 JOHNSON MANUFACTURING COMPANY 

to institutions with international trade marks, are located here. They produce 
an annual output of approximately $10,000,000. A large percentage of these in- 
dustries are making substantial profits. Among the important products of these 
plants are agricultural implements, machine tools, gas and oil engines, lubricat- 
ing devices, dairy products, electrical apparatus, dry batteries, hospital supplies, 
candies, building materials, beverages, baking products, printing, publishing. 

The conclusions of a scientific sur- 
vey by the Industrial Committee of 
the Madison Board of Commerce dem- 
onstrate that excellent opportunities 
exist for the future development, not 
only for our existing enterprises, but 
for a variety of additional industries 
capable of using the natural advan- 
tages of this location and the close 
proximity to raw material, produc- 
tion, and distribution. 

Madison's industries are successful 
industries. A recent issue of "The 
Grain Dealers' Journal" typifies the 
successful growth of many of Madi- x. s. morris co. ani> l. l. ou.s sf.f.d co. 







X 



"Madison has the best opportunily to become a model, modern American 
city." John Noi.en. 



]x 



Page Nineteen 




SI^NLAN-MOKBIS COMPANY 



son's industrial and distrilniling enterprises when it says, "I-. L. t)lds began in 
the seed business on a farm near Clinton, Wisconsin, in 1888, raising all of his 
own seeds. In 1890 he erected a warehouse at Clinton. Four years later he in- 
corporated the L. L. Olds Seed Company for $50,000 and in 1908, when the 
Clinton warehouse burned, the company moved to Madison, Wisconsin. The busi- 
ness of the company has doubled twice in the five years it has been established 
at Madison, sales in 1912 exceeding those in 1911 by forty-live per cent." 

Sites are available for industries and for jobbing purposes which are favored 
with ample shipping facilities and terminals. The important lines of three great 
railroads radiate into Madison through the divisions of the Chicago, Milwaukee 
and St. I'aul, (Chicago and Northwestern, and Illinois (k'nlial Railroads. A glance 
at the map found on page 63 of this booklet shows Madison to be a hub, with 

nine spokes radiating in all directions. 
■* The main line of the Chicago and North- 

f western Railroad connects Madison with 

(Chicago and the South, the "twin cities," 
and the great Northwest. This has made 
Madison the logical distributing point 
for Wisconsin and an iiiiporlani factor 
in transi)ortali()n for the Middle and 
North West. As Hallhasar H. Meyer, of 
the Interstate Commerce Commission, 
puts it, "The geographical location of 
Madison, its superior railroad connec- 
tions, its line factory sites, give it all the 
essentials of a manufacturing and job- 
bing center." In this connection Mr. 
II. M. Nimmo, editor of "The Detroit 
Saturday Night," says, "Further advan- 
tage in the study of large economic and 
social problems is promised Madison in 
the enlargement of its own industrial ac- 
MADisoN SADDLERY COMPANY tivltics through the fact that it is 




K 



"The most beautiful thing about Madison is its thoughtfulness and 
neighborliness." Wm. H. Allen. 



Page Twenty 



X 




,'>i\ 




1 :--^^C'"^ 





ij «ITTT"nw 



accessible to tlie iiuliistrial labora- 
tories of Cliicago and Milwaukee." 

Madison needs to olTer no bonus to 
industry; Madison has no bonuses to 
offer. Only industries are encouraged 
to locate here which, because oC the 
nature of their business — raw mate- 
rial, labor, facilities for marketing, 
and tiiose other elements which go to 
determine a successful location for a 
particular industry — which give prom- 
ise of success in this commufiity, be- 
long here. In a word, Madison seeks to 
call attention only to the real advan- 
tages which it can deliver to industries. A definite statement of our assets and 
liabilities, as a home for a particular line of industry, will be promptly furnished 
those requesting industrial information an Madison by the Madison Board of 
Commerce. 

AN AGRICULTURAL REGION 

Madison, the county seat of Dane County, is located in the heart of the largest 
dairy and agricultural region in the United States. Industrial and commercial 
activities which use dairy and agricultural products as a base have exceptional 
opportunities in Madison. Dairying is Wisconsin's first industry, and Wisconsin 
is first among the dairy states of the Union. It produces one-half of the cheese, 
and one-sixth of the butter of the United States. Here, then, we liave a city 



TBCKBUBYBR CANUV COMPANY 




FORT WAVNF. EI.ECTBIC WORKS 



1"The city is iiinrlhy of one of llic jrcalest agricultural counties of the 
United States." A. B. Farquhar 

Page Twentg-one 




m 



X 





~ K)? L. M-l^ 



which is nol only the "home of the 
State," but also the center of the most 
important line of business activity of 
that State. 

Recently the territory tributary to 
Madison has developed into an im- 
portant center for the condensing of 
millv, and enough condensed milk is 
made in this immediate territory an- 
nually to float four battleships. Mr. 
A. B. Farquhar, a large Eastern manu- 
facturer of farm implements and 
heavy machinery, has not overlooked 
this striking, and unique, economic 
fact regarding Madison when lie states. 



CANTWELL PRINTING COMPANY 



"The city is worthy of one of the greatest ag- 
ricultural counties in the United States." 

In Dane County most of Wisconsin's 
$6,000,000 annual tobacco crop is grown 
and cured. With close i)roximity to the coal 
deposits of northern Illinois, within forty 
miles of the southern Wisconsin lead and zinc 
region, with one of the largest hydro-electric 
developments in the Middle West located 
within thirty miles of this city, Madison not 
only will continue to hold an important place 
among the distributing centers of the Middle 





UUMUtJtAl PHlNTl^l<i CUMPANY 



MATk JULbNAL PHINTING COMPANY 

West, but offers large induce- 
ments to business organiza- 
tions not looking for charity 
but for the more substantial 
opi)ortunities which will be 
looked for in the future, by 
industries etTiciently organ- 
ized — according to natural 
and created advantages of sup- 
ply and demand. "Take it all 
in all," says Carl S. Vrooman, 
"I know of no place of its size 



X 



"Madison is one of the most charmingly situated cities in the northern 
hemisphere." David G. Fairchild. 



I'age Twenty-two 



X 





in the world that can compare with Madison 
in the strength and many-sidedness of its ap- 
peal to men and women of intelligence, high 
ideals and capacity for enjoying the true, the 
beautiful and the good." 

AN EDUCATIONAL CENTER 

Next to manufacturing and distributing, 
education is the most important business in- 
stitution in Madison. In fact, to mention 
Madison and not to mention in the same 
breath its great educational facilities would 



MADISON CANUV COMPANY 

be to overlook what every guest to 
Madison during recent years has 
called special attention to. Mr. 
Harry A. Wheeler's remark is typi- 
cal: "Entrusted to this city is a 
great university, full of powers, 
full of responsibilities, teeming 
with opportunities, and with a 





BROWN BLOCK 



GRIMM ROOK BINDERY 



magnificent campus and buildings." In this 
city is found a harmonious development of 
commerce, education and government. 

Skirting the shores of Lake Mendota, in and 
adjacent to the city of Madison, Wisconsin, 
lie approximately 990 acres of land. This 
with some sixty buildings set thereon, and 
their splendid equipment, represent an invest- 
ment by the State, in the community of Madi- 
son, of five and a quarter million dollars. So 
wide has the scope of this university become, 
so greatly has it enlarged upon its original 



K 



"Men of vision ivill make Madison famous for its business." 

Balthasab H. 



Meyeb. 



K 



Page Twenly-lhree 




MADISON-KIPP LUBRICATOR COMPANY 



plans and ideals, that no edu- 
cational institution lias made 
greater progress in the extent 
of its service or in the rapid- 
ity of its growth during the 
past ten years. 

The United States Forest 
Products Laboratory, an insti- 
tution conducted jointly by 
the United States government 
and the Slate of Wisconsin, is one of the many unitiue features of this University. 
It is the only institution of its liind in tlie United States and the largest in the 
world. Of it J. E. Rhodes of Chicago, Secretary of the National Lumber Manu- 
facturers' Association, said: "The splendid work which you are doing at Madison 
is of interest not only to the lumber and kindred industries, but to the public at 
large, and some day will be more fully appre- 
ciated than it may be now." 

To return to the impressions made by Madi- 
son on the editor of "The Detroit Saturday 
Night": "Rarely has any city the opportunity 
for service that Madison enjoys. Hers is the 
eduralional center of the State; and hers the 

seat of government. 
In the expanding 
functions of Amer- 
ican democracy, 
education is the 
prime prerequisite for the jjopular direction 
of politics. In Madison the constant inter- 
action of theory and practice is made ad- 
mirably possible through the proximity of the 
state university and the state capitol." It has been often said that in no com- 
nuinily in the world is to be found a higher grade of per capita intelligence. 

"One cannot speak of your beautiful city without mention of its great univer- 
sity, of world-wide fame," speaking again, says A. B. Farquhar. "I am par- 
ticularly impressed with Madison," says Dr. Harvey \V. Wiley, "because it is the 

seat of what I regard as one 
of the most progressive uni- 
versities in the country. 
Good, solid, practical educa- 
tion and patriotic politics 
joined together make Madison 
an object lesson among the 
cities of the world." With a 
resident enrollment of 6,000 



"Madison has all the es- 
sentials (}f a manufiirtur- 
ing (tint jtfhhinfi center." 

llM/niASAR li. Ml.VKH. 




ItAUGLR STATE SHOE COMPANY 




MAUISON IM.OW C.OMI'ANV 



kL 



"Madison is ideal in every way.' 



Page Twenty-four 



CONC.HKSSMAN E. A. HaYES. 



IX 




students and (5,000 additional stu- 
dents doing university work through 
correspondence, a large portion of 
tlie population of the state is kept 
in direct and daily contact with the 
city where the university is located. 
With 57,000 former students scat- 
tered throughout the world, Madi- 
son has an asset in every civilized 
community. It should he unneces- 
sary to elaborate upon the material 
advantage which Madison derives 
through the location within its bor- 



MABSCHALL DAIRY 1,A1U)UAU1U\ 

ders of the University of Wisconsin. In con- 
sequence, we shall conclude this subject with 
a few additional opinions. Norman Hap- 
good, editor of "Harper's Weekly," points 
out the advantage in these words: "It," 
speaking of Madison, "is the center of as 
signilicant an educational influence as I know 
about anywhere in the world." John Bar- 
rett, Director General of the Pan American 
Union, makes a like reference to this advan- 
tage when he says: "The fact that it is the 
home of a great university — one of the great- 
est in the world — appeals to me almost more 
than any other argument in its favor. I be- 
lieve that in consequence it will always hold 



I !! 





.MAIMSMN FiHi.fHn 



KENNEDY DAIRY COMPANY 

a unique position among the capital 
cities of the United States." Finally, 
Mayor Blankenburg, of Philadelphia, 
sets forth most strikingly and convinc- 
ingly the importance to the city of 
Madison of its being the home of the 
University of Wisconsin : "I shall ever 
recall with the greatest of pleasure my 
sojourn last summer in the capital 
city of Wisconsin, during the visit of 
the City (>lub of Philadelphia, its mem- 
bers and friends. The thrift of the 



K 



"Madison is a sort of fad of mine." 



Carl Vrooman. 



Page Twenlu-fti'e 



K 



_ w^i»L?m^mKK ' ' 


1 « 1 ^^^ta« > 


1 

Ifii m1L!!j ihniiih i^i^BBBi 


HM 





.MAUISON S UKKT SUGAB FACTORY 



people, llieir genuine hospitality, llie earnestness of the student corps, and the 
light and education difFused by the zealous and progressive teachers, cannot fail 
to make the L'niversity of Wisconsin one of the Meccas of those who seek higher 
education." 

The presence of the University coukl 
scarcely fail to promote in Madison a 
most iTiodern system of secondary edu- 
cation. Two high schools, eleven public 
schools, a ijiivate academy, six parochial schools, four schools of music, a busi- 
ness college, and a school of lelegrapli\ , all contribute most efliciently to prepare 
the youth of the city for the larger facililies of education oll'ered by the L'niversity. 
Due 1(1 its superii.r eihicidionai advantages, it is safe to say that more permanent 



"// i.v a great tielight tn visit Madison 
- -the atmosphere of the town tingers in 
one's memory long afterwards." 

Ml'NSON Havkns. 




FHKKillT VAHltS. t*,. A N. W. HV. 



I "Madison must become world-renowned to even a greater extent than 

it is now." Db. A. J. Ochsneb. I ^F 

Page Twenty-six 




FKKir.HT YAROS. C. M. A ST. P. RY. 

residents arc attracted to Madison tlian liccause of any other single reason. I-'roni 
every state in tlie Union come annually students and writers in large numbers, 
expressing the same sentiment as does William Hard, of "Everybody's Magazine": 
"I am glad indeed whenever my duty calls me there." 

In a democracy, education is the twin brother of government. The constitu- 
tion of the Slate of Wisconsin, adopted in l.S4<S, made provision that for all time 
the seat of state government and llie home of the University shall be 
located in Madison. "They," speaking of the Capitol, the University, and the 
State Historical Library, "are monuments that any city in this great country of 
ours would be glad to have. There are few commonwealtlis that have been so 




SOUTHERN WISCONSl.N RAILWAY (.AR HARNS 



k[ 



'Rarely has ant; city the opportunity for service that Madison has." 

H. M. NiMMO. 



\k 



Page Twenly-seven 




CNIVIiHSITY UOAT HUt'SE AND GYWNASIL'M PROM LAKE MENDOTA 

generous to one city as to place State Capitol, State University, and State Histor- 
ical Society williin flic borders of a single municipality," says Harry A. Wheeler, 
Ex-president of the Chamber of Commerce of the L'nitcd States. "Many a city 
and many a state has a state university, many another city is the seat of govern- 
ment, but there are but few in the borders of our great land that have tiicm all 
together." 

HOME OF THE STATE OF WISCONSIN 

On the highest point between Lakes Mendota and Monona, in the very center 
of the city, one mile from "The Hill," in a fourteen acre park, the State govern- 
ment is housed, in a new, seven million dollar capitol, built of white Vermont 
granite, with a dome the second highest in the United States. "The grand build- 
ing that is rearing itself on the hill is the gift of the State to Madison." concludes 











, i -^J^X 


?v^ 



<:1I1LUHKN S HAY AT IIKNHY VILAS I'AHK 



X 



'The far-famed bay of Saples is not more lovely than Monona." 

Hev. C. H. Richards. 



K 



Page Twenty-eight 




LOOKING TOWARD THE CAPITOL PROM UNIVERSITY HILL 

Harry A. Wheeler. This capitol is not only a credit as a home for the State of 
Wisconsin, but an inspiration to the thousands of people who come to Madison 
annually to view, at close range, the practical operation of Wisconsin's policies of 
government. To visit Madison without seeing the city from the capitol dome is 
to leave the city not really familiar with the landscape of the surrounding coun- 
try, the panorama of which is only faintly 
suggested in the opening pages of this book. 
Madison is not a "self satisfied city." 
Madisonians would be ungrateful to the 
citizenship of Wisconsin if they did not 
take just pride in the monument which has been erected in their city to the 
achievements of democracy in the commonwealth of which Madison is the capital 
city. Wisconsin cities are proud of their capital city; Madison feels its debt of 
gratitude to her sister cities of Wisconsin. Hence, Madison people share the satis- 
faction expressed by Miss Zona Gale when she writes, "It is a great glory for a 
city to be the scene of the strong legislation of the last few years in Wisconsin, 



"^fadison's location, in the heart of a 
great slate, upon beautiful lakes, gives 
it special comtnercial and natural at- 
tractiveness." John Barrett. 




WATCHING THE ANNUAL CLASS BUSH 



K_ "// (S hard to speak of the beauties of Madison without being charged I 

I with exaggeration." U. S. Senator Moses E. Ci-app. I ^JF 

Page Twentu-ntne 




WISCONSIN SrATF. CAPITOL 




CAPITOI. DOME AT NIGHT 



Kl "The magnificent slate capital gives it a distinction that might be en- 
I vied by any city." J. H . Kirkland. I %[F 

Page ThirtB 





especially of the legislation looking toward economic justice; and also to he the 
setting for a university whose ideals are not confined to the forming of indi- 
vidual character, but extend to the business of bettering the race. We who love 
it are always watching to see how well it measures up to its gifts." 

It is dillicult foi- Madison citizens to forget the importance of the location within 
their city of the state government. Esjjecially is this true when reminded by so 
distinguished a character as Theodore Hoosevelt, who, recently writing in The 




m.i.i.i'i ii),\ lii) 



l.\l-i;UTIVi: CHAMBERS 



Outlook, said, "It has rarely been my good fortune to meet a body of public men 
who are more practical, and at the same time more obviously in earnest in their 
desire to achieve ideals for social and civic l)ettermenl than the public men whom 
I met at Madison." 

THE FUTURE CITY 

It is conceded that without the natural and created advantages already com- 
mented upon, Madison could not have attracted the attention of those who have 
indulged in such tributes. But more important than physical location, more im- 
portant than opportunities for work, accumulation of property, participation in 
education, science, and the functions of government, and religion, is the individual 
unit — the men and women who now inhabit this community, so well bequeathed to 



K 



"This capital is an inspiration to the thousands of people who come to 
Madison annually." Harry A. Wheeler. 

Page Thirly-one 



X 




"Madison holds a unique position 
among all of the inland towns of the 
country." Jamks H. Kirki.anh. 



them by the sturdy, slirewd, Yankee population, later sujjpleniented 

by the best brain and brawn of European immigrants. Madison, 

today, is a result of the truth so often stated, but so seldom understood — "Men 

and women make a city." 

Here is found a high grade of intelligence, a high average of per capita wealth, 
a city of many homes, of no paujiers, and of no millionaires, and a city where no 
class of people are discontented or unhappy. Visitors are made to feel the pres- 
ence of the fact that "prosperity has been 
handed around" in Madison. It was in 
response to this consciousness that Her- 
bert Quick, editor of "Farm and Fireside," 
said of Madison: "Wherever I go since I left Madison, I make the statement, in 
season and out of season, that I would rather live in Madison, Wisconsin, than in 
any other town in the world. It has more good things and fewer bad things than 
any other city I have ever known. It has scenic beauty, pure water, pure air, 
and back of it all it has a civic 
and social atmosphere which 
is unsurpassed. 'Hiere are 
more great men and women 
in New York, London and 
Paris than in Madison. But 
in either of these places the 
desirable people are scattered 
through a population of mil- 
lions and so diluted that they 
are scarcely perceptible in the 
mass. But Madison is a smaller 
city, so blessed with great 
people, both distinguished and plbasvbb launch 




X 



i 



"In the very heart of Lakeland." 



Ernest Bbi'ncken. 



K 



Page Thirlg-two 





1^ 




"\ever in my life have I visilpii a 
more attractive city than Madison." 
Clark Howki.i.. 



iiidisfingiiished, that tliey really give tone to the town." William H. 
Allen, Director of the Bureau of Municipal Research of New York City, 
should know a city when he sees it. Making municipal government, such as will 
make a city a more attractive place in which to live, is his business. Of all the 
impressions which he might have spoken of, it is significant to note the fact 
which impressed him most strikingly: "To me the most beautiful thing about 
Madison is its thoughtfulness and neighborliness." Joseph E. Davies, Commis- 
sioner of the Bureau of Corporations of 
the United States, at Washington, also calls 
attention to this fact, in these words: 
"Splendid as are the beauties of her loca- 
tion, still more attractive is the friendly spirit and the energetic progressiveness 
of her institutions." "I found there splendid neighbors and hosts of friendly, in- 
telligent people who know how to live and share their life with others," con- 
chides Balthasar H. Meyer. "I know of no city which possesses a larger propor- 
tion of people in comfortable 
circumstances." 

Up to recent years success- 
ful programs of city develop- 
ment were based largely upon 
material creation. Human rec- 
reation is day by day becom- 
ing a more iniiiortant item in 
tlu' plans of city promoters. 
Many cities will never recover 
from the fact that tlieir water- 
fronts have been assigned by 
previous generations to no 



4 



SKATING ON LAKE MONONA 



x[ 



"One of the most impressive of western landscapes." H. M. Nimmo. 



X 



Page Thirly-three 



more human service than as acreage for railroad terminals. Millions of dollars 
arc being spent annually by cities to reclaim marsh land, because of the lack of 
municipal foresight. Modern business and professional elliciency demand recrea- 
tional facilities. These are demanded not only in the interest of the present, but 
in the interests of the future citizenship of a community. In planning the I'ni- 
versity of Chicago it is said that Hcickefeller made the statement that he would 




Assr;Mnt.v (;hamhi:k caimtui. 



endow the Iniversily of Chicago with additional millions if that would give to 
that institution one of Madison's lakes. 

Fortunately for the Madison of today, and the Madison of the future, a far- 
sighted .Madison citizenship kept in trust for the future abundant natural recrea- 
tional facilities. As a result, Madison has solved in advance a perplexing problem, 

which most of her sister cities are seeking 
to solve. Chancellor Kirkland of Vander- 
bilt L'niversity does not overlook this strik- 
ing fact when he says. "The rare c(mibina- 
tion of town and country, wide, extensive fields and magnificent buildings, lakes 
and hills, gives it a unique position among all the inland towns of our country." 
As one visitor says, "Madisim could be justly famed as a resort if it had no more 
serious and solid attractions." "The city of Madison has more views which cause 
the visitor to say 'Gee Whiz!" than any other city I can recall, except the cities 
containing great natural wonders like Niagara Falls, Colorado Springs, and others. 



■'/ ii'oulti rather tine in .\fadisf)n than 
in any other town in the world." 

Herbert (Jcic.k. 



K 



"The public men I met at Madison are practical, obviously in earnest 
to achieve ideals." Theodore Roosevelt. 



X 



Page Thirty-four 




ASSEMBLY COBRIDOB — CAPITOl. 



of that class," says Munson 
Havens, of Cleveland. (;iark 
Howell, edilor of "The Allania 
Constitution," clinciies this 
fact with the statement, "Na- 
ture has (lone evefvUiinf,' pos- 
sible to adorn Madison, and to 
protecl the health of its peo- 
ple. It combines the attrac- 
tions of both an inland and a 
water-front city. It is the 
cleanest place I ever saw. In 
fact, il is one of the most 
beautiful cities in the world." 
Says Dr. .Albert .1. Ochsner, "In 
all of my travels in many countries I have never found a university town that had 
so many features which seemed lo he provided by Nature to inspire. The natural 
beauty of the city, the location of the university at the very edge of the city and 
still where it is not disturbed by commerce or manufacturing districts, the lakes 
with their splendid effect upon the health and the aesthetic sense of the people, 
the opportunities for athletic work on land and water, and the exceptional oppor- 
tunities for hearing good music, all contril)ute 
NO much toward making Madison an ideal town 
that, as the years go on, it must become world- 
renowned to even a greater extent than it is 
now." 

The healthfulness of its climate and its brac- 
ing air, spoken of by so many visitors to 
Madison, render it a place of unrivaled attrac- 
tions as a resort for summer tourists from all 
parts of the country. "Irregular shore lines, 
bulging ridges made it very awkward to lay 

out a pretty town, 
yet these very ele- 
ments make it pic- 
turesque. The blue 
lakes so mirror the 
sk\- on either side that heaven seems all about 
us, as well as overhead. The jutting prom- 
ontories, the overhanging bluffs, the shores 
fringed with Nature's own embroidery, the 
horizon necklaced with hills, the sunset at 
once the inspiration and despair of artists. 
EAST ENiHANCE-cAPiTOL "lakc Up a sccnc whosc witchery of beauty is 




"Yttur iiiiivcrsitii Ubrar\i 
is tlif niosl salis'fttrliirti I 
have ever worked in." 

('Ahl-VktUIMAN. 



K 



"It is a great glory for a city to be the scene of the strong legislation of 
the last few years in Wisconsin." Zona Gale. 



K 



Page Thirly-flve 




V1I„\S PAHK ZOO 



"\o cit^ I have ever seen compares 
with .Uar/iso/i." Moses E. Clapp. 



ever fresh and captivating. The far-famed Bay of Naples is not more lovely than 
Monona, and if more historic associations cluster there, we are creating them 
here. Mendota is as charming as Como, minus the overhanging mountains; and 
we can make up for these by our legends. The Yahara is a more beautiful stream 

than the Tiber" — thus has Madison been 
characterized by one of America's most ex- 
tensive travelers. 

As early as 1858 Madison was declared 
by Horace Greeley to be the most magnificent site of any inland town he ever 
saw. Sir Edwin Arnold said in 1892, "It is the most beautiful little city in the 
world." Commenting on these two expressions, Mr. Hubert F. Miller, Manager 
of the Chicago Association of Commerce, says: "I quite agree with Sir Edwin 
Arnold as to the beauties of .Madison, and with Horace Greeley, who said it was 
the most magniflccnt site of any inland town, but if Sir Edwin Arnold could see 
it today he would not call it a little city, and if Horace Greeley could have post- 
poned his visit fifty years he would not need to qualify his praise in any way. 




YACHT RACES WEEKLY EVENTS llt*RINC THE SUMMER 



K 



"/ am particularly impressed wilh Madison." Dr. Harvey W. Wiley. 



X 



I'age Thirty-six 




ICE BOATING ON I„4KE MONONA 



Before I visited Madison for the first time I had supposed tlie city was celebrated 
chieflj' for its brains. Now I know it is famous for its brains but noted for its 
beauty. I do not know of a more beautiful or more pleasant place to live or visit." 
There are collateral advantages arising from a city advertising campaign that 
have never been given proper emphasis in the "tables of results" occasionally 
published by commercial organizations throughout the country. And yet, 
city advertising has ranged from the misleading to the ridiculous and the ab- 
surd. "Injudicious lying brings all liars into bad repute," said Mark Twain. 
The controlling purpose of this information on Madison has been to lessen the 
"injudicious lying" of municipal publicity. Our aim has been to make no claim 
which could not be verified by a visit to the city. Comments by disinterested, 
but responsible, people should be more convincing than prejudiced statements 
made by those who could not be blamed for overstating the case of their home 
town. Madison will continue to receive favorable comments from those who 




A CBITICAL MOMENT 



TOBOGGAN SLIDE 



K 



I "Mi 

I and s 



"Madison could hf jiisihi fuim-d as a resort if it had no more serious 
and solid allractions." Carl Vrooman. 



K 



Page Thtrly-seven 



come here only so long as it continues to be a place capable of getting people to 
think well of it. People who speak well of it today we expect will be able to 
say additional good things about it in the future. Otherwise it must become 
noted for having squandered its natural and human endowment. 

But a city like Madison, in the center of the richest agricultural and dairy 
region in Wisconsin, with exceptional transportation facilities, a logical market 
and distributing point, with more Industries in proportion to its population than 




MAIN IIAl.I. 



UNIVI-lHsrTY nF WISCONSIN 



any other city in Wisconsin, cannot be overlooked by the manufacturer or the 
distributor. ,V city with more i)assenger trains daily entering its stations than any 
other city in the State of Wisconsin, with exceptional hotel accommodaticms, with 
good highways leading into it, on the main highways to Chicago, Milwaukee, and 
Saint Paul — a city with such facilities for travel will not be overlooked by the 
tourist, autoist or convention delegate. A city with four lakes at its door, with 
beautiful drives, with boating, fishing, camping facilities, pleasure launches, an 
excellent climate, with human institutions of national fame, will not be over- 
looked bv the summer rcsortcr, the sightseer and the human explorer. A city 



K 



"All Europe does not possess a spot of greater scenic beaut ij llian is 
presented from University Hill." Max O'Rell. 

Page Thirly-eighl 



K 




which is rapidly developing these natural and man-made assets will surely con- 
tinue to be a place capable of getting people to come and remain. 

"Of all the cities in the United States," says John Nolen, of Boston, l-"eIlow of 
the American Society of Landscape Architects, speaking in his book entitled 
"Madison, a Model City," "it appears to me tliat Madison has the best opijortunity 
to become in the future a model modei'n American city. It has the site, the en- 
vironnient, the climate, tlie piipuhilion, (lie hiKii civic spirit, Ihc traditions, the 



7^ 



X 




AGBICULTUBAL HALT. UNIVERSITY OF WISCONSIN 



paramount attractions of government and higher education. It lacks only the 
increase of wealth and j)oi)ulation, whicii time will certainly and quickly bring, 
the co-operation of various public bodies, and a well-considered plan of city 
making which it is the purpose of this report to at least inaugurate. It is witiiin 
the power of the people of Madison to make Madison in the future what Cicneva is 
today — a beautiful and well-ordered, free, organic cit.v." 

A city which hopes, and plans to a<lvance, and become, in the words of John 
Nolen, "a beautiful, well-ordered, free and organic city," must accept new stand- 
ards. It must apply new methods to new occasions. It must grasp new opportu- 
nities, discard depreciated custom, if it would hold its own in this day of real 



"The location of the University, at the edge of the city, makes Madison 
an ideal university town." Dr. A. J. Ochsneb. 

Page Thirty-nine 



K 




VIF.W SHOWING "IMCNIC POINT" IN THE DISTANCE 




AGRICl'l.TlHAI. urillilNCS AND CAMPUS — UNI\'KBSITY OF WISCONSIN 



K 



"There is no gift that a stale can bestow upon a city like the gift of 
itt university." Harry A. Wheeler. 



K 



Page For/y 




i_aa-iJ£«3Ai; 





HORSE BARN — AGRICULTURAL COLLEGE 



competition among cities — a 
competition as free and un- 
controlled as has been compe- 
tition among the individual 
business interests of tiie coun- 
try prior to tlie hist decade. 

Like the individual, a city 
can dissipate its inherited 
natural endowment. Like the 
family unit of society, the sec- 
ond generation of a city can 
fail to preserve the good name 
of those from whom tliat city 
was inherited. This it can most 
easily do by leaving neglected 
its real opportunities, by failing to create, by lacking initiative to promote, by 
refusing even to grasp the privileges wliich were "tlirust upon it." While the 
surest way to build up the business of a community is to build up 
the humanity of a city, still, the successful city must retain as 
the base of its human program, a substantial, material structure. 
Materialism must pay the bills incurred by idealism. Commerce 
and civics must go forward hand in hand. The one hand must 
carry opportunity for material reward to industry for creating 
business-bigness, if not "big business"; the other, the encourag- 
ing hand of human service, must promote more happiness in the 
lives of the less fortunate. Both have as much real responsibility, 
not only to the past, but also to the future generation of citi- 
zenship, as eitlier can assume. Both hands must fulfill their obli- 
gation to the city of which both are the "keepers." Both must 
look upon their community as only an enlarged private institu- 
tion. Both must come to see that there is no such happiness as 

e.\clusive happiness, no 
prosperity save mutual 
profit, no real progress if 
it be not that progress 
which retains the good of 
the old and accepts the 
tried of the new. 

This conception of an 
cfFicient community re- 
gards all citizens of a city 
as builders of a single busi- 
ness — as community-busi- 
.MAiN HAIL FROM AGRici ..Ti RA., MAIL ncss-builders. It Tecognizes 




W 



K 



"Madison is the center of as magnificent an educational influence as I 
know about anywhere in the world." Norman Hapgood. 



K 



Page Fort\i-ont 



community building as manifesting itself in the power to malic permanent and 
profitable patrons for a community. This conception of a city recognizes that 
permanent patrons are made for a city, as for a private business or profession, 
only by making conditions within that city such as will produce a city product — 
everything that the people of a city have to sell — such as will attract people to 
that city, such as will get people to acknowledge the superior commodity of that 
city. The result is a product such as will persuade people to purchase at a profit, 
both to seller and buyer, the good things which that city has to ofi'er to the 
world. Thus the citizens of that city, no matter in what line of business or pro- 
fession they are engaged, are anxious to improve the elements which enter into 
the complete product which their city has to market. They are interested in 
making the commodity of their city so serviceable that the trade mark of their 




milii 



"!!!M 







STATK HISTOHUm. AN[) f N I\l;HSITV LIBRARY BVILDING 

city will become acknowledged as standing for utility and service — at a price thai 
is right, just and equitable. The citizens of such a city are constant in tiieir 
efforts to improve the commodity which they arc producing. Continuous analy- 
sis of the weak elements of their community product is their program. How best 
to serve home patrons, temporary guests, and prospective inhabitants is their aim. 
This program of community building imposes no real burden. nf)thing but op- 
l)()rtunily, upon anyone. It merely gets men to enlarge the common functions of 
citizenship. It leads men to associate with citizenship in a city an enlarged 
opportunity for city good. The paying of taxes, complying with police regula- 
tions, loyalty to arbitrary ward lines, the recognition of the legal confines of a 
municipality which recognizes little, if any, common interests with its rural 
neighbors — these narrow conceptions of one's city are dispelled in a city of real 



X 



"Madison — famous for its brains but noted for its beauty." 

Hi'BERT F. Miller. 



X 



Page Forlg-luio 




r^^j 




community builders. Such a community demands adequate legal authority to 
work out its local problems. Such a community is more interested in what it 
receives for each dollar of tax money levied than its rate of taxation. Such a 
community sees that although its right to levy taxes and incur debt should be its 
own privilege, yet, it must always be subject to such intelligent supervision of 
expenditures as will elfectively safeguard against extravagancies and waste. 
Such a community aims to turn over the city to its future owners a better place 
than they found it. Such a community insists upon giving to its growing chil- 
dren better equipment to make better use of the better environment than was the 
equipment with which it began its work. 



w 




MADISON HIGH SCHOOL 



Just such a community is not yet found in this country. Such a community 
Madison is not. Such a community Madison, according to many authorities, in 
addition to John Nolen, bids fair to become. To become such a community Madi- 
son has the ambition to aspire. The legislature of Wisconsin has already acted 
favorably upon joint resolutions which when finally adopted by the people, as 
they undoubtedly will be, and incorporated as amendments to the State Constitu- 
tion, will provide all the power necessary for effective action by both State and 
city. All who come to share the life and cooperate in the work of building a big- 
ger, better and busier city will be generously received. And tliey, too, like all the 
rest of us who hear we are living in "the most beautiful little city in the world," 
will never regret the day they came to dwell in the fair "city of the four lakes." 
In the Madison of today, just as she is, just as others have seen and admired her, 
every seeker of "A Model City" is welcome to sojourn and remain. 



K 



"// appeals strongly to those who appreciate beautiful scenery." 

George C. Markham. 



K 



Page Forly-lhree 




"Madison is a lovely gem of the first water, set in the clasp of four 
%P I silver lakes." Ella Wheeler Wilcox. I ■ II 



Page Forly-four 





MADISON FACTS — BUT NOT BOASTS 
I. GEOGRAPHY AND TOPOGRAPHY 

1. Lalitiide W 05' nortli. longitude 8<) 23' wost. One luiiKired lliirty- 
nine miles nortlnvest of Cliicugo, 82 miles west of Milwaukee, 2()() miles 
southeast of St. Paul (and Minneapolis), 39 miles from southern boun- 
dary of Wisconsin, 90 miles east ol the Mississippi River, 75 miles west 
of Lake Michigan. 2(i0 miles from nortlurn boundary of Wisconsin. 

2. City located on isthmus, 971 feet above the sea, about three-fourths 
of a mile wide and six and a half miles long, between Lakes Mendota 




IRVING SCHOOL 



and Monona; area of former 16 square miles, greatest depth 84 feet, 
circumference 22 miles; area of latter 5 s([uare miles, greatest depth 
75 feet, circumference 11 miles. Feature of this city and region is chain 
of four lakes extending northwest and southeast; Mendota and Monona 
connected by Yahara River. Region fornud by glacier which extended 
southwest from Green Bay. Wisconsin. Lakes have a broken and \aried 
shore line, bluiVs and end)ankments rising from 40 to 100 feet above the 
water; surrounding country rolling and covered with rich vegetation. 



K 



"Madison's beautiful shade trees and location between the lakes matic 
it ideal in every way." Congressman E. A. H.*yes. 



X 



Page Forlu-flw. 




SCHOOL CHILDREN AT PLAY 




fLAY UROVND CENTER WITH INSTRl'CTOR IN CHARI.I. 



K_ "Nature gave you Ihe fairest spot in all Wisconsin upon which to 

I build a city." Harry A. Wheeler. I ^J|| 

Page Forlg-six 





CLIMATE, HEALTH AND RECREATION 



1. Climate. Average toinpcraturc seven niontlis, (October to April) 
below 50, July and August above 68; climate cool and bracing in winter, 
146 days of winter, witli minimum temperature ten degrees below zero; 
extremes not of great duration, average only 18 days with minimum 
below zero, seven days with maximum above 90. Annual rainfall nearly 



K 




CITY (CAHNI-.tilli) LIBRARY 

32 inches, half of which falls from May to September. Weather and 
climate of Madison variable, same seasons in successive years rarely 
alike; flie four lakes nunlify the climate, retarding spring and fall; 
growing season 179 days; summer evenings cool, few fogs, much sun- 
shine, few windstorms. Numerous springs, and ten artesian wells of 
remarkable purity form the city's water supply. 



I tract 



'Mddison combines to a n-mdiLiil'lc dcijicc the thiii<is ticfis.'.iirii 
people to a city." Hugh Ciiai.m 




Page Forly-sei'en 




v» 



"The welfare of the citizen is placed above all commercial and mer- 
cenary matters." Dr. Harvey M. Wiley. 



I>C 



Page Forlu-eighl 



2. Ilcallh. Wisconsin lias lowest ikalh vi\[v of all slates (2:5) iii- 
cliidrd in lodcral report, with the exception of two new Western states. 
The averai^e rale of these 23 stales \\as 1.') |)er 1.0(10. Hale i'or Wiscon- 
sin was 12 i)er 1,000. wliile the Madison dealh rate was only 7.2 per 1,01)0. 
Six hospitals in city. 

;{. Recreation. Nineteen parks, area ol 2()0 acres, with 11,!)!.') leel ol 
water t'rontaife, not including University grounds. A modern zoo. 
Thirty miles of pleasure drives; 18 suburban tracts; l.")!) miles ol' boat- 
ing on lakes and river; bathing beaches, and bath houses with atlend- 




JIADISON CITY MAHKIT 



ants, a real city base ball team, and every lorni of intercollegiate athletic 
contest. Playgrounds, toboggan slides, skating, skiing, ice yachting, 
regattas, canoeing, motor boating. Fishing (bass, pike, perch, pickerel, 
etc.). All winter and summer sports, free or at small cost, none of which 
are commercialized. One opera house, one vaudeville house, ten mo- 
tion picture houses, lN\elve bands and orchestras. 

III. INDUSTRIES AND COMMERCE 

1. One hundred Iwenlij industries, liltii largest number in stale; value 
of product approximately ^ 10,000,01)0 in lOlii. Princii)al products: ma- 
chine tools, gasoline and oil engines, electrical machinery, hospital fur- 
niture and lixtures, horse collar pads. lUetrie hand lamps, di'v baiter- 



X 



c 



"Madison — a center of American ideals and instilutions." 

H. L. BmncMAN. 



K 



Page Forly-nine 




THE STEENSLAND BRIDGE OVER THE YAH.VRA 



ies, shoes, agricultural implements, silos, rennet extract, art glass, geo- 
logical and landscape models, boats, candy, cigars, beverages, bread, etc. 
2. Distributing point, due to transportation on three railroads, Chi- 
cago and Northwestern, Chicago, Milwaukee and St. Paul, and Illinois 
Central; nine divisions out of Madison, with 24,715 miles of trackage 
radiating in all directions, serving every state in the Middle and North- 
west. On the main line of Chicago and Northwestern, midway between 
.Minneapolis and Cliicago; 102 passenger trains daily, 24 local freight 
trains daily. Fifteen miles of street railway system, willi 35 modern 
cars; engineers say best for cities in 30,000 class. Auto busses to sub- 
urbs. Haw material for which Madi.son is distributing zone: coal, lead 

1 




l-AC.UON IN TI.NNKY PARK 



I"Madison*s beauty of 19H is the best instructor in landscape states- 
manship I know:* \ViLLiAM H. Allen. 



X 




W>**a' 



BRITTINGHAM PAHK — MONONA BAY 



and zinc, silica sand, agricultural and daii->' products, iron ore, copper, 
lumber, paper, leather, cement, steel, oil. 

■^. Bank deposits, 1910, $7,818,(594.10; 1914, $11,725,743.21. Bank re- 
sources, 1910, $10,339,657.75; 1914, $14,712,044.84. p:ight thousand fifty 
telephones, most of any city in the United States per 1,000 population. 
One hundred twenty-six thousand two luuidred twenty-six moiu'y orders 
paid and sold in 1913, value $855,194.88. Postal receipts, $246,931 in 




CONVENTION DELEGATES AT MONONA PABK 



I "The natural attractiveness of Madison has been liberally and intelli- 
~jr I gently improved upon." A. J. Earling. | ^P 



Page l-'iflu-nne 




Till-; lutivii Ai.D.NG shi:rma.n avi.m k 



1913. IiiUiiuil iTvoinic iTCi'ipts, S1,12."),0(K) in 1<)11. Throe luiiiilicd 
seven l)iiil(ling permits in l!)i;5, representing a l)uilcHng investment ol 
.$1,55().()()(). Number of miles of water mains. 7(). Sixty-five miles of gas 
mains. Sixty-six liundred horse power electrie plant; cheap power: 10c 
per K. W. first iU) liours of active load; 6c per K. \V. next 60 hours of 
active load; 2c per K. \V. over !I0 iiours of active load; active is .'>.") i)er 
cent ol connected load, for factories. Cheap gas, $1.1.") per 1.000 cui)ic 
feet for first 2.000 eui)ic- I'vvi; sl.O,') for next ;?.000 cubic feet; OOc per 
1,000 cubic feet over and above .').(l()0 cubic feet. 

IV. AGRICULTURE 

1. .S'o;7. Rich, rolling, clay icani prairie, of limestone ori-rin. adai)ted 
to any phase of farming suitable to liie climate of the region, |)ailicu- 
larly favorable to live stock production; a natural field for dairy cows. 



K 



'The treatment yon lutre <jii>en the snrritnnclin;) roadn>ays appeals to 

David I'aikciiu.d. | 'L^ 



Page FiHti-Iwi 





bccnusc of growth ol' luscious grasses, llic giiu r;il yield of ccicals, and 
splendid crops of corn; capable of producing such excellent nioniy 
crops as tobacco, garden truck, fruits and vegetables. 

2. Dane (loiintij, of which Madison is county scat, has 1017 farms; 
sixteen towns and villages. Kl.TiS!) acri's are devoted to tobacco raising. 
Niney-five per cent of liie county's ari'a is in fai'ins, 72 per cent in im- 
proved land. Highways are yood. 2(),!K52,!)(')7 pounds of tobacco are 
raised annually. There an- 80 creamerii's, cS.") cheese factories, two milk 
condenseries. First county in Wisconsin in rural population — 17,1 13; 
iirst in Wisconsin in farm acreage — 7;5(),310 acres; first in dairy cows of 
Wisconsin — 115,000, leads nearest competitor of state by l."),000. Stock 
is delivered to I'nion Stock Yards of Chicago within few hours afttr 
loading at Madison; feeding unnecessary. First in state in value of 
farm im|)lements and buildings — -^1 1,000,000; county land valuation. 



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Xr.NNliY TABK I.AdOON AM) DRIVE 



K 



"// is wilhiit Ihc puircr of Ihc pcdplc of Ma(lisi}n la iiuil.c Madisaii 
the fiiliirc whdl Geneva is today." John Nolen 



Ik 



Page Fillu-three 



$52,(KM),()00; production of cereal crops, 7,500,000 bushels annually. 
Dane County produced more corn in 1909 than either Washington or 
California; more grapes than Montana; more orchard fruits and small 
fruits Hum North Dakota; greater amount of clover in 1909 than South 
Dakota; more forage crops, more of timothy and clover mixed tlian 
were grown in Oklahoma; more oats than Louisiana (17 bushels greater 
yield per acre) ; more oats on 100,000 acres than Virginia, with 204,0(M) 




Till; Wll.I.nWs. 



• N THi; r.AKI. Slllllll. AI Il.NM.V i'AKK 



acres. Conunercial fertilizers available and inexpensive. Great annual 
yield of alfalfa. Twenty-two weekly and four daily newspapers; 20 
telephone lines; 27 rural free delivery routes; University School of Agri- 
culture in close touch. 

I?. .1 prosperous population inhabits Dane County, born and bred on 
farni.s, and developed as tillers of the soil from youth; a people that 



X 



"What is there left in Madison for a communily organization to do, 
except to say to the rest of the world, 'Come.' " Howard Strong. 



Zlx 



Page Flfly-four 




LOOKING TOWABD THI-: CITY FROM A SHAOKI) NOOK 




Tlir, CITY FROM l.AKK MONONA. AT NIGHT 



"Madison has more views which catise the visitor to say 'Gee Whiz!* 

^J^_ I than any ofhcr cilij." Mlnson Havkns. 



Ix 



Page Ptfla-five 



luivc (Uvclopcd from sturdy western European stock, conihininw the 
common sense, thrift, nnd tenacity of jjurpose of their forefathers, with 
a modern, educated American progressiveness. Their homes and well- 
kept farms give evidence of the prosperity of this comnuinily. 







V?«^. 



fv-*; 



h-^y^^' 










NORTH CVHHUI.I. STHKKT BESIUEMXS 



V. EDUCATIONAL CENTER 

1. /•7r.s7 (//(y (';; .v/a/r ;;( cdinalutu. Kleven graded schools, two high 
schools, six parochial schools, lour schools of music, one academy, one 
vocational school, one continuation school, one husiness college, one 
school of telegraphy. Six thousand two hundred ninety-five pupils en- 
rolled in public schools, SfS per cent of these in regular attend- 
ance. City gardening promoted by public schools. Educational system 
of Dane County represented by 270 common and 1.^ private schools, in 
addition to liigh schools. 



» 



"/ like Madison belter than any other city I have visited in the United 
States." Sir Hor.\ce Pi.inkktt. 



u 



Page Fiflu-iir 




LANGDON STREET RESIDENCES 




GILBIAN STREET RESIOEKCES 



K 



'iVa/ure has lavishly endowed Madison, but man has contributed his | ■ ■ 
share." A. J. Earling. | JUL 



Page Fifty-seven 




iJVNliUON SThEKT, LOOKING WtST 




FROM THE PIAZZA AT THE MENDUTA HoMMlAI. 



K 



"\'ever have I known so fair a spot within the easy compassing of such 
comfortable homes." Charles Tenney Jackson. 



K 



Page Fifly-eif/hl 





2. Vniix'rsilij of Wisconsin, opciu'cl in IS.IU, occupies !)U() acres ol" 
laiid witli over (iO buil(iiiit?s, represents an investment of approximately 
live and one-ciuarti'r million dollars, has an t'nrollmi'iil of (i.Tfi.") ri'si- 
clent students and 6.12() in Extension Division. Of resident students 
-1,122 are Wisconsin born of whom 1,018 reside in Madison; 2,31.') come 
from every state in the I'nion and 20 foreign countries; 1,711 are male 
and 2.021 are female students. C.o-education policy adopted in 1869. 
11 has ().")! professors, instructors, and assistants. It graduated four 
students in 1(S,")!. 7S.'5 students in 1!)1 I; graduated a largt'r luuu- 




WUHK ol- Tin: .MAUISO.N GARDEN ASSOCIATION 



her during the last tin years than during the preceding 41 years of its 
life. Two million eight hundred thousand dollars are available for use 
in 1911, derived from: federal grants, state tax of three-eii,'hths of a 
mill on all property in state, legislative appropriation, student fees, and 
private gifts. All colleges of the University arc focused in Madison. 
The Babcock Test is one ot the most famous contributions to practical 
science, from the L'niversilv of Wisconsin. 



X 



"Madison — a rare comhinalion of loirn and counlnj." 

J. II. I\I1U<I.\N1). 



K 



Page Fiftv-nlne 



,i. The following libra- 
ries form a valuable ad- 
junct to the educational 
system: City, State His- 
torical (best equipped 
working lil)rary west of 
the Alleghanirs), rnivtr- 
sity, Aj^ricullural, Engi- 
neer! ii". Stale Law, Legis- 
lative lUlerence, and col- 
lections of several learned 
societies; in all nearly 
1,5(M),(HK) volumes and pamphlets. The City Library, with its eight 
branches, in 1913 circulated 1()I,000 volumes, only 60 per cent fiction. 
Well known museums are: Slate Historical, Anatomical. Chemical, 
Drug, Pathological, Zoological, Botanical, Herbarium, and tiie collec- 
tion of the Madison Art Association. 




HVI)MAll.lC POWIIR AT I'HAIHM-: OV SA(. N KAB MADISUN 



VI. GOVERNMENT 



1. Plans drawn for new federal court house and post office building 
costing •$550,000; new state capitol building nearing completion, costing 
$7,0(K),000, artistic symbol of the state, shape of (ircek cross, dome sec- 
ond highest in the United Stales — 283 feet high, tiiis, tiie distinct feature 
of the building; Dane Countv court house, costing .'?180,000. City lax 

levy in 1911, $700,000. 
One of the first cities in 
the United States to have 
a city plan, prepared by 
Joim Nolen. of Boston. A 
most enk'ieiil lire dcpart- 
nu'iil: Muuiicipally owned 
water plant, rale $.00 per 
iumdred cubic feet for 
first 7.").000 cubic feet, $.05 
over and above 75,000 
cubic feet, t'ederal, state, 
county. and muniei|)al 
governments all housed in 
close proximity and in llic 
hearl of llie citv. 




VIEW OF THE WISCONSIN l>KI.I.S — NEAR MADISON 



k[ 



"The most magnificent site of any inland city I ever saw." 

HoR.xcE Greeley. 



Ix 



I'age Sixtu 



.4^ 









'V^ 




THK STATIE OF LINCOLN, BY ADOLPH ALKXANIIKH WEINMAN, SCVI.FTOB. WHICH STANDS ON THE CBEST OF 
THE HII.L IN THE INIVERSITV OF WISCONSIN COURT OF HONOR. OVERLOOKING THE CAPITOL CITY 



k[ 



"// combines the energy and friendliness of the newer West with the 
beauty and finish of the older East." George K. Turner. 



]x 



Page Sixly-one 




TOPOC.RAPHIC.U, MAP OF MADISON AM> Tlii: lOlR I. ARC RIX-IOX 



Page Sixty-two 



0:eT» O^mrt. 



South Dakota. 



/l/EBfASI('A 



/CAffSAS 




^i'nco/f\ ,' 



Toioia 



MADISON AS A MARKKT CENTICB 



L 




MADISON AS A CENTER OF RKSOIRCES 



Page Sixly-lliree 



r 




LOOKING TOWAHOS Till: CITY KROM HRITTINGHAM PAHK 



LIBRARY OF CONGRESS 




